Describing the concept of Amway, Singh says, "Whenever you do business with someone, it is a win-loss situation, either he wins or you do. In Amway, business is a win-win situation."A friendship that has lasted In 1959, in the US, a deal was struck between two high school boys, Rich DeVos and Jay Van Andel, for 25 cents a week for a ride to the school. After school, they both entered the army, but they agreed to start a business together after duty hours. The business they formed was Amway Corporation, a unique marketing and direct selling industry. As planned by DeVos and Andel, Amway today is headed by their second generation families. Today, Steve Van Andel is the chairman and Dick DeVos the president of the corporation that generated US$ 5 billion in sales (in the fiscal year that ended in 1999) at estimated retail through its global product network.

Amway's strategic success is based upon an opportunity offered to all world citizens to build a business of their own, market exceptionally high quality household products through a person-to-person route and share with others a chance to do the same.

The company offers an opportunity to sell its own products as well those produced by leading giants directly; the roles of the wholesaler and retailer are wiped out in the chain. Their profit margins are enjoyed instead by the seller and buyer themselves. No wonder then Amway has forced the closure of several shopping malls and superstores. Like the industrial revolution and the IT revolution, Amway has the logic to become another revolution. In the 1970s, the FTC of USA verified after a lengthy investigation that Amway was a genuine business opportunity and not a "pyramid".

Amway has its international affIliates in several countries, including India. Amway India, a wholly owned subsidiary of Amway Corp., launched its commercial operations in May 1998. Despite the international reputation of Amway, its Indian counterpart has not done very well so far. Amway's official personal shopping portal, www.quixtar.com, is one of the hottest of its kind. The products offered on the site range from health, home care and beauty products to food, electronics, automobiles and even services and pets.Long-term predictions a) Amway Corporation will show even higher profits in the years to come. With the power of the Internet revolution, and little time to spare for shopping, online shopping will become a custom by the end of 2002.

The process will take time because habits are difficult to alter and people are used to indulgence in window, and its consequent actual, shopping experiences. The graphics and three-dimensional views of the products Amway displays on its website provides an experience akin to live viewing.The progress of online shopping is linked to the spread of the Internet revolution. As that is headed for a boom by the end of 2002, online shopping will also bloom almost simultaneously. Slowly, but surely, we should be facing the shopping revolution powered by Amway.

b) Amway's friendship pattern will continue unabated for many generations. The company's top positions will be inherited peacefully as ever in the future. Interestingly, this is the only business where you wish your associates would outperform yourself-after all, their gain is yours too. This concept of a business, with an inbuilt, no-rivalry clause, encourages strong friendship bonds. Vacations and picnics with the profits generated from the business are commonly organised amongst the members.Amway teaches a cooperative lifestyle as opposed to the competitive and eliminative corporation style prevalent today in the world. Amway wants people to earn happily, together, and flexibly.

c) Amway India will do better in 2000, though it will really build a name for itself only after June 2001.Actually, I foresee an end to the recession in the Indian economy by the end of 2000. It may be not before mid-2001 that the economy undergoes an ascension. The sudden rise in our economy will help re-create a happier and more prosperous India. Prominent among the areas that will be boosted by the economy are real estate, milk and milk products, education, the electronic and print media, and commerce.

The areas that will not receive a commensurate uplift could be the iron and steel industry and related industries.d) The range of products offered by the Amway portal is already vast. It will get longer after January 2001, Moreover, I see more systematisation and better categorisation of their products. Portals in other languages will also be launched, allowing a wider reach. Amongst the products that could be launched are educational opportunities.

e) In due course of time, Amway will diversify into solving the financial crises of various nations and states. Equipped with commercial, technical and marketing expertise, it is in a viable situation to do so. The process may begin sometime in 2002.

f) The company is a research based one. Any product or service is tested theoretically and statistically before it is publicly launched. December 2000 may see another service or business opportunity invented, tested and launched by the company, but in the field of commerce, economics and business management. Diversification is not indicated ever. Amway is a finely defined organisation that would not like to digress from its key spirit ever.